…The Pono tourism movement. “Pono” is a Hawaiian word having a multi-faceted meaning, but, concisely, it connotes an ethos of respect, uprightness, prosperity and well-being.
“Many travelers visiting the Hawaiian Islands don’t necessarily understand why we stay on the trail when we hike, why we care about protecting our reefs, and many of the dangers they need to be mindful of,” said Jay Talwar, HVCB’s chief marketing officer. “Rather than scold them, we felt that, if our residents shared the ‘whys’ behind appropriate behavior, then most visitors would follow along; in other words, if we don’t show them the trail, how can we expect them to stay on it? That’s what our new Kuleana Campaign aims to do.”